Velveeta cheese has hardcore users? Who knew? In an age when consumers are focusing on natural and organic products I would have thought that Kraft’s Velveeta processed cheese would be struggling to keep it’s place in the dairy section. While you can forget about finding Velvetta at Whole Foods, the reality is that the product is not only still found on supermarket shelves, but thanks to Velveeta lovers, it is in demand. Few cheese products can in fact claim to have caused a “Cheesepocalypse“.
It wasn’t always that way. As consumers began to show a preference for natural and organic foods, the trend suggested a processed cheese like Velvetta had a shaky future. When Kraft, owners of Velveeta, conducted consumer research they found that the majority of Velveeta buyers purchase it once or twice a year. They discovered something else – that only ten percent of their buyers accounted for forty to fifty percent of Velvetta sales. The individuals in this much smaller, yet active cohort were called “superconsumers”. In their article “Make Your Best Customers Even Better“, the authors state that a superconsumer is defined:
by both economics and attitude: They are a subset of heavy users who are highly engaged with a category and a brand. They are especially interested in innovative uses for the product and in new variations on it. They aren’t particularly price sensitive. Superconsumers tend to have more occasions and “jobs” for a product.
My key takeaway is that understanding superconsumers makes for a big change in the way we think about marketing our services. The conventional thinking is that to be successful we need to keep expanding our services to the non-user, light user or lapsed user. How can we get them to see how great our product or service is? Those who advocate identifying superconsumers and concentrating on them believe success is achievable by finding ways to appeal to these incredibly loyal customers – who are typically demanding more new resources and services. Once the superconsumers are identified, it is easier to connect with them, build a stronger relationship and encourage them to make more use of the library (and share their love of the library with others).
Consider a new approach many academic librarians are trying, the personal librarian. This requires a considerable investment in making contact with every incoming freshmen and possibly transfer students as well. The point is to provide academic support to a new student who is rather unfamiliar with the library services, but it’s also an opportunity to convert some new students in to regular library users. Perhaps that investment would be better applied to identifying library superusers and giving them more personal service. Done well,that might lead to the superconsumers communicating the library story to the new folks on campus.
So how would a library identify its superusers? What are their characteristics, and what distinguishes them from the “heavy user”? It’s about more than quantity. Heavy users may come through the door every day or they might borrow large numbers of books, but that alone may not qualify them as superusers. What differentiates superusers could be:
* variety of the resources and services they use
* willingness to try new services
* they love to tell other people to use the library
* they have an emotional attachment to the library
* have built a relationship with a library worker
* would be angered if we eliminated a service
I’m not sure if these are the right ones, but I believe they suggest we would need to do some new assessment and analysis of our community members to identify the users who demonstrate one or more of these characteristics. Superconsumers, once identified and contacted, are more open to giving permission to the company to send e-mail or text messages. Kraft found it much easier and more economical to just focus on their superconsumers rather than trying to reach everyone. As I’ve written before, no library is ever going to connect with every member of the community – just as Kraft knows not everyone wants to eat Velveeta. The superconsumer strategy may be a better way to engage existing passionate users and encourage them to make even more use of the library.
As the authors suggest, a library can do well by showering those who love the library the most with more attention and caring.